台北都會區消費群對小包裝蔬菜之反應調查報告

Response of Taipei Metropolitam Area to Small Packaged Vegetables

林文雄(Wen-Hsiung Lin)

《桃園區農業改良場研究報告》 10期 (1992/09) Pp. 13-23

https://doi.org/10.29567/ZHWHGX.199209.0002

摘要

為探究擴大推行蔬菜小包裝直銷市場之可行性，以台北都會區蔬菜銷費大眾1686樣本為對象，調查樣本基本資料，對小包裝蔬菜之反應，對買菜環境之反應及全面推行之需要性與配合條件。所得資料經由DBASE III建檔，SAS統計分析程式行頻度分析。結果小包裝蔬菜名稱，以聽過小包裝蔬菜（67.56 %），清潔蔬菜（51.37 %），精緻蔬菜（30.55 %）佔大部份，對小包裝蔬菜之喜好性、外觀、新鮮度、預洗、安全性、價格、調理方便性均表示滿意，其比例分別為90.43 %、92.98 %、89.42 %、86.55 %、80.44 %、81.33 %、95.1 %；包裝方式認為以保鮮膜（48.07 %），塑膠袋（24.31 %），較適宜；對買菜環境不滿意者佔69.18 %，認為市場環境以衛生最重要（95.65 %），其次為通風（51.04 %），交通（38.92 %），光線（33.97 %）。喜歡到超級市場買菜與到傳統市場買菜各佔61.48 %及35.64 %。調查對象中86.94 %，認為需要全面推行小包裝蔬菜行銷方式。全面推廣應配合之條件則以普設農藥殘毒測定（53.40 %），運銷冷藏設備（56.54 %），普設販賣處（49.31 %），建立品牌、商標化（42.52 %）最重要。

並列摘要

In order to understand the extension possibility of direct distribution of small packaged vegetables from producers to supermarkets, a total of 1686 consumers, were investigated. The inquiry data including their response to the small packaged vegetables, marketing environment, necessity and other related condition were analyzed. The collected information were created by the dBase III for analyzing frequency using SAS program. The results are as follow:The percentages of inquired people who familiar with that the small packaged vegetables, clean vegetables, and quality vegetables, were 67.56%, 51.37% and 30.55%, respectively, while who satisfied to the preference appearance, freshmen, precleaning, safety, price and post-harvesting freshment of small packaged vegetable were 90.43%, 92.98%, 89.42%, 86.55%, 80.44%, 81.33% and 95.10%, respectively, This results revealed that the small packaged vegetable can be widely extended. Data also indicated that materials could be adopted for small packaged vegetables were resin and PE bag.There were 69.18% of investigated people unsatisfied to the marketing environment. The percentage of investigated people who unsatisfied to the marketing environment such as hygine, traffic, light and air circulation were 95.65%, 51.04%, 38.92% and 33.97%, respectively. The results indicated that marketing environment should be improved. Data also indicated that 61.48% liked supermarkets and 35.64% liked the trational markets.The 86.94% of the investigators claimed need to extend the small packaged vegetables marketing system. They also suggested that in order to extend the small packaged vegetable system to set up the pesticide residue test station (53.40%). cooling facility during transportation (56.54%), establishment of selling places (49.31 %) and commodity labelling (42.52%) were needed to be considered with marketing system.